In the financial services sector it is difficult to sustain product, cost and distribution advantages. Branding in financial services is undergoing substantial changes, owing to the dramatic increase in competition following deregulation and the threat posed by new entrants with branding experience. Success in an overcrowded market will depend on effective brand differentiation. Based on the identification, internalization and…

Where’s the Beef? These words became a national catch phrase in the mid 1980’s and catapulted the Wendy’s hamburger chain into the limelight as a major player in fast food sales. Wendy’s credits the “Where’s the Beef” ad campaign with a 31% jump in sales and a 24% boost in year-end profits. Not bad for a campaign…

Think of Blue and what comes to mind is a blue ocean. A blue sky? Sometimes Big Blue, which is IBM. They did, truly acquired with their brand strategy a secondary meaning and a legendary position of being recognized as such. After all it was a great army in blue suits pushing forward the towering blue mainframe…

If I were to ask you what K.D. was, you would undoubtedly know it is a short form associated with Kraft Dinner. There probably aren’t many people who have not heard of “Kraft Dinner” or who have not eaten it at one point in their life. In fact, if I was to ask you to…